Subject to change
Kodi Foster, Head of Brand Initiatives, Outbrain
There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.
Moderator: Kodi Foster, Head of Brand Initiatives, Outbrain
Lizzy Nephew, New Media and Social Engagement Manager, Porsche Cars North America
Anthony Jaffe, Director of Marketing, Betabrand
Nick Jezarian, Senior Director, Media and Digital Marketing, Simmons Bedding Company
Bryan Wiener, Chairman, 360i and Expion
What are the fundamentals of content marketing? We will explore how to build a framework for creating authentic, relevant, sharable content and making it resonate in the competitive, rapidly-evolving digital landscape using examples from leading digitally centric brands like Oreo, Oscar Mayer and HBO. Content marketing runs deeper than the latest newsroom models and platform updates. As Wiener explains, there is a timeless strategy for bringing content marketing to life and creating meaningful value exchanges between brands and consumers.
Pernille Bruun-Jensen, Chief Marketing Officer, Netbase
Alicianne Rand, VP Marketing, NewsCred
Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.
Moderator: Alicianne Rand, VP Marketing, NewsCred
Suddenly, content marketing seems to be driving every aspect of the marketing funnel, from awareness to advocacy. Even the most forward thinking and agile businesses, however, are scrambling to get up to speed on the content front. From hiring the right team to integrating content marketing with other desks in the marketing department, getting up to speed seems to be the number one priority of many successful marketing organizations. Nevertheless, critical questions remain, including learning how to engage consumers with compelling content, determining how much resources should be allocated to the sector, and figuring out how to measure the effectiveness of content marketing. It’s not just about being content marketing, it’s about being a content marketer.
Moderator: Dave Knox, Chief Marketing Officer, Rockfish
Jesse Altman, Chairman and CEO, Whynatte Enterprises
Amarena Diaz, Global Senior Art Director-Digital, The Coca-Cola Company
Jonathan Karron, Vice President, Marketing & Consumer Technology, Herschend Family Entertainment
While content marketing is the latest hot topic for brand marketers, it’s been the primary vehicle for the TV industry since its inception. These original content marketers own their content and have been finding innovative ways to share the “stories about stories” for years, not just by telling the consumer directly, but through strategic partnerships, and more recently, by empowering the viewer to share ownership and use the content itself.
Moderator: David Teicher, Editor and Chief Content Officer, Brand Innovators
Anita Desai, VP Strategic Business Development, Tongal
Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? Leading brand marketers share their insights.
Moderator: John Andrews, Chief Marketing Officer, Ignite Social Media